Bye-Bye, Cookie Monster? What Do Pending Digital-Ad Ecosystem Changes Mean for Email Marketing?

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Internet advertising started with email. In 1978, a Digital Equipment Corp employee sent an Arpanet email promoting DEC computers. It was successful but didn’t open an advertising flood. This may have been because the National Science Foundation’s officially-unofficial position into the early 1990’s was that commercial activity on the Internet was...

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2021 State of the ESP RFP Survey Results and Conclusions

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In late December of 2020 I created a short survey to gather data on the impact of COVID-19 on ESP RFP plans for email marketers in 2020. I also included some questions pertaining to what platform features and functions email marketers in 2020/2021 are most interested in exploring in their RFPs....

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How Subject Line Tests Can Drive Long-Term Engagement & Loyalty

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In my last contribution to the OI Blog I wrote about Alchemy Worx’ Audience Management methodology. Which requires a move away from just pulling segments, which is a reactive process, to a more proactive approach which takes behavior from all channels into account. In it I showed how subscriber engagement does...

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Will Clubhouse (the newest social media app) Make You A Better Email Marketer?

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As a marketer, I’m always looking for opportunities to get better results for our clients. In case you missed the hottest new shiny object, let me introduce you to Clubhouse. Clubhouse is a live audio-only social media platform that acts much like a live event with speakers on stage, and an...

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17 Memories and Observations from 20 Years in Email Marketing

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Can you trace that point, that moment when your email marketing career started? The foundation of my email marketing career actually started with the launching of a paid subscription (printed paper) newsletter in 1988 while I was at the accounting firm Arthur Andersen. I dove in headfirst on taking courses and...

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Email Marketing and Section 230 of the Communications Decency Act of 1996

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Communications Decency Act of 1996, §230(c)Protection for "Good Samaritan" blocking and screening of offensive material (1) No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider. FADE IN:  EXTERNAL WESTERN STREET - DUSK Townsfolk peer through...

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ICYMI: Top OI Blog Posts from 2020

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2020 was a difficult year In many ways... but it was a banner year for the Only Influencers Blog!  Most of these are still relevant and will be through 2021, so if you're looking for some good industry reads, this is the spot!  Here are our top 10 most popular posts...

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Email strategies for online education: 5 proven ways to boost your course completion rates!

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In the world of email marketing, scenarios in our daily lives sometimes run parallel to our work issues. But this helps us to look at the problem from a different perspective and come up with creative solutions. I had one of these epiphanies recently... I had gone to a nearby mall...

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Don’t Elf Yourself, Identify Emails on the Naughty List: Why You Should Give a  $#@& about identifying Email Bots

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Have you ever seen a sudden spike in your email newsletter sign-ups and thought, "Yes, we finally see success with our email list growth!" Congrats, and you also generated a high click-through rate, or did you? You're not off the naughty list just yet. While list growth is something to celebrate,...

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So... what has 2020 taught us about customer loyalty?

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The reasons any of us shop in specific ways and stick to particular brands may be down to habit or, indeed, our senses of loyalty. Not to mention a need for a quality-assured product that we trust. But scarcity is a peculiar thing. It makes human beings act in strange ways....

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Temp Email and The Fake Email Generator

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Temporary email, fake emails, and disposable email addresses are nothing new and they are not going away any time soon. Caution is warranted: The results are costly to you as an email marketer. If subscribers have used a random email generator to create a temporary email address, they are most likely...

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Email Opt-Out Benchmarks

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Earlier this year, I wrote a post for Only Influencers on Turning a Negative into a Positive which highlighted the value of analyzing the negative marketing signals generated by every email campaign (opt-outs, spam complaints, non-responders, etc.). I thought I would build on that topic just a bit before 2020 comes...

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How 2020's pains can lead to 2021 gains

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It's easy to focus on the negatives that 2020 has brought us, like the economic, political, and social disruption from the COVID-19 pandemic and all the uncertainty that has created in our marketing programs. But I've observed a major positive development this year as well: Marketers have paused doing business as...

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The Trump Campaign's Unorthodox Email Tactics -- Do They Work?

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The 2020 Trump reelection campaign has been anything but traditional and this has extended to their email practices as well. Political campaign email in the US is notorious for breaking general email best practices. Political email is explicitly exempted from compliance with CAN-SPAM, and so it is often a bit of...

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Develop a good ‘Creative Delivery Process’. Your key to meeting the brief with reduced stress

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Summary Using a defined creative delivery process with clear accountability across decisions and task, will ensure you produce the best campaigns with the minimum waste of time and effort. Have you ever found yourself having any of these conversations with colleagues or clients: “We need to do something, but we’re not...

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Email Marketers: Are You Prepared for “Shipageddon" This Holiday Season?

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No surprise, the 2020 holiday ecommerce season is shaping up to be the biggest ever. Beyond the normal increase in online holiday shopping, COVID-19 will shift many former brick-and-mortar purchases to online. However ecommerce companies are nervous this year about the ability of the shipping carriers to keep up with demand...

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Find the right predictive solutions for your email marketing!

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In my last blog post, I provided a quick and easy roadmap to analytics for email marketers. In this post, I’ll continue the discussion on analytics by taking a deeper look at predictive analytics, artificial intelligence (AI), and machine learning solutions in email marketing. [Moving forward, I’ll refer to the group...

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Know where you're coming from to know where you want to go

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So often I speak to companies that are working away in earnest at their email strategy, with the aim of meeting targets set by line managers and directors higher up in the company, without truly understanding why they are doing it. Even worse, they’re tasked with ‘improving open and click rates’ generally...

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Highlights of the OI 'Email Industry Career Journeys and Resources' Special Report

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Earlier this year many of you took our Career Journeys in the Email Industry survey -- thank you! And thanks to our sponsors, Origin Email Agency and Red Pill Email, as well as our committee chairman, Ryan Phelan, and members, Kate Barrett and Anthony Chiulli.  We are excited to be publishing...

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You Might Need to Hire a MarTech Agency If...

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Digital Transformation is back. You would be right to wonder, “Where did it go?” I've worked in the email marketing industry for a little more than twenty years. Before that, I earned a master’s degree in Technology Management at Mercer University in Atlanta. That was in the late 90s and, I...

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